People are always asking about the next "big" trend. But that seems like an antiquated way of looking at things. Is it possible anymore, in our fragmented society, to have one trend drive every consumer at the same time? No, not really. Today, it's a thousand different 'next big things' coming to the forefront. The secret is not keying in on what's next, but what's important. Here's our attempt to help you do just that-a curated list of stories that, to us at least, offer obvious clues of what's important...this week.

Australia orders unbranded cigarette packaging. World's first "plain packaging" anti-smoking programtakes hold. (What are the implications for other categories on the hot seat, particularly sodas and snacks?)

Who owns the daisy? Method fires back at Clorox's attempt totrademark the daisy, offering a thoroughly on-brand response to Clorox's cease-and-desist letter. (Is Clorox off-the-mark on this, or simply protecting its brand?)

An iPhone-like vending machine.(Technology is making the vending machine an experience and a more viable retail format.Here'san overview of how luxury products like bikinis, cosmetics and electronics are tapping the growing trend)

What researchers found inside a beached whale. Capri Sun won't be happy. The backstory ishere.

BPA swirls in controversy. Governmentsteps upscrutiny of BPA. Food industryfights backand threatens withdrawed support for food safety bill. General Millspulls BPAfrom its organic tomato cans. For others, though, alternatives aretough to find.